Atlas camera division produces a range of professional quality 35mm and consumer-friendly digital cameras

Question

The 35mm market is rapidly declining and the faster-growing digital camera segment is saturated with competition, so Atlas is struggling with sales. Identify the marketing tasks the management team would need to address to make Atlas competitive in the digital camera space.

Answer 1

Student answer should include several of these:
? Capture marketing insights to monitor the marketing environment, assess market potential, and forecast demand
? Connect with customers by creating value for chosen target markets and developing strong, profitable, long-term relationships with customers
? Gain an understanding of how organizational buyers buy, train the sales force in presenting product benefits, and take changing global opportunities and challenges into account
? Build strong brands by segmenting the market and targeting those it can best serve with a positioning that will resonate with them
? Create value through the firm's tangible offering to the market (product quality, design, features, and packaging)
? Decide how to communicate the value to the target market
? Manage the marketing organization in a way that considers global opportunities and challenges, social responsibility, and ethics